The New Six Nations Logo: A Love-Hate Relationship
A Divisive Design
New logos for sports teams and tournaments are often among the most divisive. After all, sport tends to inspire more vehement passion than, say, a fashion brand or a consumer product, and rightly so. Nevertheless, organisers may have been surprised by the scale of the backlash against the new Six Nations logo.
The New Design
The new identity is intended to represent the tournament’s "electrifying action" and its "vital spark of connection". But that spark has landed on the dry tinder that is social media and caught light to form a blazing pyre of derision that now threatens to engulf the men’s tournament.
What’s So Bad About the New Logo?
Well, the clever ball in a number six has been dropped completely. Instead, the design comprises an orange rugby ball that looks like it’s formed from molten material extracted from the Earth’s core. The type reads M6N, which sounds like a postcode or the name of a television news channel, but stands for Men’s Six Nations. "The modern brand signifies the optimism fans feel when they come together at the end of winter to experience the Six Nations," we’re told by organisers. "The ugliest thing I’ve ever seen" we’re told by fans on Twitter, who have compared it to everything from Mars bar branding to the credits for the 1996 comedy Space Jam.
Fan Reactions
"Decision to rebrand – good. Calling it M6N with a clip art logo – weak AF," one person wrote on Instagram. "No issues having men’s and women’s in the title, I’m not fragile and insecure in my masculinity. But the logo looks like it should be for Crash Bandicoot," was another opinion.
The Old Logo
But is it really that bad? Like any new logo, it’s going to take a bit of getting used to, but it fits with the logos for the Women’s Six Nations and the Under 20s Six Nations (U6N), creating a more consistent branding for the overall competition.
Conclusion
The Men’s Six Nation begins in Paris with France vs Wales on 31 January, so we’ve got almost two months to get used to it. If the aim is to reach a new demographic, a radical departure could be just what the Men’s Six Nations needed. Just like the controversial new Jaguar Type 00, it polarises, but it has people talking and it may just reach the target its after.
FAQs
Q: What does the new logo represent?
A: The new logo is intended to represent the tournament’s "electrifying action" and its "vital spark of connection".
Q: Why is the logo so divisive?
A: The logo’s unusual design and typography have sparked a strong reaction from fans, with some loving it and others hating it.
Q: Is the logo a departure from the previous design?
A: Yes, the new logo is a radical departure from the previous design, with a more modern and abstract approach.
Q: Will the logo grow on fans?
A: It’s possible that fans will grow accustomed to the new logo over time, but for now, opinions are sharply divided.
